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DixonBaxi Email

Subject: Re: Five rebrand
Date: Tue, 10 Mar 2009 08:59:43


A few thoughts under your questions.


On 9 Mar 2009, at 10:44, George Dunkley wrote:

Hello DixonBaxi

I am currently in my second year at Bury College, where I’m studying BTEC National Diploma in Interactive Media. As part of my final major project I’ve chosen to focus on TV channel identity. I will eventually create my own channel name, logo, idents etc. At the moment I’m researching existing examples to gain more knowledge and ideas. I’ve been looking at your work for a while now because of my long interest in television and graphics. I would really appreciate it if you could spare a few minutes to answer some questions about the recent rebrand of Channel 5;

Q. How long did it take for you to get from the brief to TV? / When did you start the Five project?
A. About nine months in total. After chatting about how we work and the potential of what we could deliver for Five we moved into discussing the brief. From there we develop a look and feel, identity and visual approach based on the channel strategy and brief. The main production took about 4 months.

Q. Is there a specific age group/ target audience for Five (appart from Milkshake)?
A. It’s a really broad range – male and female from kids at selected times to older guys at night. The heart is a typical couple, probably up north sat enjoying an entertaining program.

Q. Why did Five want to rebrand?
A. To bring their look and feel in line with their audience. To connect more with the people who watch the channel.

Q. Is there any other channel branding you like/ liked?
A. Not specifically. We tend to find we enjoy books, film and music more than channel designs.

Q. Why did you decide on orange/ red as the main 5 colour?
A. Because it has energy, warmth and is bold.

Q. Who/ What was your main inspiration for the project?
A. The audience watching the channel and the programs Five offer them. It’s always about the person at the other end.

Thank you for your time
George Dunkley


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